Gen Z Travelers Are Choosing Small Towns Over Big Cities

Key Takeaways

Airbnb says 74 percent of Gen Z travelers would choose a small or lesser-known town over a major city for a leisure trip
The company spotlights Hot Springs, Arkansas, Bemidji, Minnesota, and Gibsonton, Florida in the marketing campaign
Nearly half of the destinations trending among Gen Z for fall travel are small towns, according to Airbnb data

A growing number of Gen Z travelers prefer small towns over big-city destinations, and that shift could bring more attention to short-term rentals in lesser-known markets, new data reveals.

Nearly three in four Gen Z travelers said they would choose a small or lesser-known town over a major city for a leisure trip during the next year, according to a new Airbnb survey.

Airbnb is leaning into this aha moment with a new campaign titles “Have u considered,” that gives three overlooked U.S. destinations a moment in the spotlight.

Hot Springs, Arkansas, Bemidji, Minnesota; and Gibsonton, Florida entered the spotlight on the booking giant’s published list.

The company paired each town with a creator who serves as a local guide of sorts.

Pianist Precious Renee Tucker is introducing travelers to Hot Springs, comedian Zack Fox is taking on Bemidji and rapper-producer Xaviersobased is highlighting Gibsonton, a community south of Tampa once known as a winter home for circus and sideshow performers.

“Nature needs no marketing plan,” said Tucker, who is a believer that hidden gem destinations help visitors take pause and reflect. “What’s currently available in terms of the Western history/advertisement seems committed to spotlight what can be easily seen or understood, supernatural sensitivities can get lost in translation if there’s a rush to translate, distractions from daydreaming, the luxury of boredom revoked.”

The campaign follows a broader shift in Airbnb searches.

Nearly half of the destinations trending among U.S. Gen Z travelers for fall stays are small towns rather than major cities or familiar tourism hotspots, according to the company’s internal data.

Fifty-eight percent said an affordable total price is the most important consideration when choosing a place to stay, while 70 percent said they still want to prioritize fun travel when money is tight.
-Airbnb data

Small towns are becoming part of the travel flex

For younger travelers, finding a place before it becomes widely popular is part of the appeal.

A group of young travelers exploring (Photo credit: Unsplash/Leo_Visions)

Airbnb’s survey found 63 percent of Gen Z travelers view being among the first people they know to visit a destination as a status symbol. More than half said they avoid some tourist destinations because the crowds make them difficult to enjoy.

Price still matters, too.

Fifty-eight percent said an affordable total price is the most important consideration when choosing a place to stay, while 70 percent said they still want to prioritize fun travel when money is tight.

That combination gives smaller destinations an opening. Towns that offer lower prices, unusual stays and something travelers have not already seen across social media may be better positioned to attract younger guests.

For STR owners outside the country’s biggest tourism markets, the campaign is another reminder that being “off the beaten path” does not have to be a weakness. A distinctive local story, nearby outdoor attractions or an unusual piece of history can become part of what sells the stay.

Airbnb has not said how long the campaign will run or whether more towns will be added.

For now, the company is betting that the next destination Gen Z wants to talk about may be one most travelers have barely heard of.

Read the full report at Airbnb Newsroom.